According to an international study of more than 10,000 drivers from 10 countries for Kijiji Autos, more Canadian drivers were labeled “Image Seekers” than any of the report’s other driver personas, and above the global average in this category.
“I definitely think Canadians are pragmatic and practical when it comes to vehicles,” said Scott Neil, head of Autos, Kijiji Canada, “though I was quite surprised when we ranked high in styling and image.” Neil says the trend could be attributed to the increasing availability and obtainability of luxury automotive brands among Canadians, which has made purchasing premium vehicles more accessible and acceptable.
The Kijiji report categorizes Canadian and international drivers among seven different personas based on driver habits and opinions, as follows:
- Image Seekers (27 per cent) — brand, design and styling are more important than among other personas. Global average: 23 per cent;
- Reliability/Efficiency Seekers (22 per cent) — brand is less of a priority, but reliability, efficiency, and running costs matter. Global average: 22 per cent;
- Performance Seekers (17 per cent) — handling and power are higher up on the list of priorities. Global average: 17 per cent;
- Necessity Drivers (19 per cent) — say a car is just a tool to get from A to B. Global average: 17 per cent;
- Risk Takers (five per cent) — parks carelessly, more likely to drink and drive. Global average: 11 per cent;
- Cautious Drivers (five per cent) — rarely has accidents or damages their car. Global average: four per cent;
- Accident Prone (five per cent) — despite less obvious risk taking they are still prone to accidents. Global average: six per cent.
DREAM CARS
While Image and Performance Seekers combined account for close to half (44 per cent) of drivers, as a nation, Canadians are still understated when it comes to the cars we covet. When asked to list their “dream vehicle,” Canadians gravitate to more modest luxury brands such as BMW (14 per cent), Mercedes-Benz (11 per cent), or Lexus (nine per cent) versus supercars like Lamborghini (six per cent), Ferrari (four per cent), or Rolls-Royce (four per cent).
BUYING HABITS
Notwithstanding our tendency to value style slightly above substance, when it comes to colour, Canadians prefer classic, neutral tones over bright and bold. Sensible silver is the most popular car colour in Canada, preferred by 18 per cent of drivers, followed by blue and black (15 per cent each) and grey (14 per cent). Just 11 per cent of us opt for red. As a nation, Canadians also tend to approach car buying pragmatically, with nine out of 10 (89 per cent) acknowledging that a new car’s value depreciates when driven off the lot.
Kijiji Autos’ Scott Neil noted that two thirds of those surveyed felt they would purchase a used vehicle over a new one. “Vehicles are lasting longer,” he said. “You can buy a three or four-year old vehicle that feels almost like new and the maintenance on that vehicle is not a headache — so why not let somebody else pay the depreciation?”
When it comes to new versus used vehicle purchases, the survey discovered:
- Five out of six Canadians (83 per cent) have owned a used vehicle;
- Sixty-three per cent of Canadians would buy a used vehicle because they feel that new cars are too expensive;
- Three out of 10 Canadians (29 per cent) feel that used vehicles are just as good as new ones, and that new vehicles are not worth the extra money;
- One in five Canadians (19 per cent) would buy a used car in order to get their particular dream vehicle.
DRIVING HABITS
The Kijiji study also revealed that, once behind the wheel, Canadians are more careful and conscientious on the road compared to the global average:
Just five per cent of Canadian drivers fall into the “Risk Takers” persona compared to 11 per cent of drivers globally;
While 17 per cent of Canadians report scraping or scratching their car in a minor accident over the last year, 21 per cent globally say they’ve had a fender bender;
Ten per cent of Canadian drivers admit to getting a speeding ticket over the last year compared to 16 per cent of the global population surveyed.
